With this year’s football-obsessed summer finally under way, Uncommon Stockholm has presented its latest campaign for mobile game Clash of Clans.
Coinciding with the return of the game’s most requested community feature and an in-game football-themed tournament, the campaign sees football royalty Thierry Henry, Kaká, and Bastian Schweinsteiger answering a question that plagues all elite athletes: after you’ve conquered the world with your feet, where do you redirect your competitive energy?
At the heart of the campaign sits a film that starts out as a serious sports documentary before taking a deadpan turn as the three icons of the game discuss what it takes to achieve dominance at the highest level. The film builds into a story of one-up-manship fuelled by the kind of banter inherent to the Clash of Clans player community.
Shot by Gary Freedman and MJZ, the film perfectly treads the line between serious and silly.
“The comedy relies entirely on the contrast,” said Viktor Einarsson, creative at Uncommon Stockholm. “The ultra-polished aesthetic of a premium sports documentary together with a hilarious visual gag lets the viewer arrive at the only conclusion possible: in Clash of Clans winning is literally all in your hands.”
The campaign was designed to be a scroll-stopping entertainment moment that bridges the world of elite-level athleticism and strategic gaming mastery.
‘During a massive football summer, every brand is fighting for attention” added Björn Ståhl, CCO at Uncommon Stockholm. “We wanted to cut through that noise by flipping the expected tropes and create something that can help Clash of Clans win in the feed and fuel their momentum forward.”
